The startup has taken $6.5 million in its first round of institutional funding. The deal was led by New Enterprise Associates with participation from existing investors Bowery Capital and Acceleprise Ventures.

TrackMaven, as we learned in an emailed statement “helps big brands benchmark, track, and improve their digital marketing” — especially when it comes to targeting their competitors’ audiences. The startup’s platform lets marketers see which topics, strategies, and channels are most effective for the other guys in the game.

So for example, you’re Coke, and you see that Pepsi is getting a lot of positive feedback with the kids on Twitter and is getting in the news a lot for a charitable campaign/contest. Based on that info, you decide to get more interactive with your social media audience and do a bit more outreach with the press on some of Coke’s environmental initiatives.

NEA general partner Harry Weller will join the board. In a statement on the news, he said, “When our own marketing team began using TrackMaven, we were blown away.

“There is a tremendous need in the market for a competitive intelligence tool of this caliber, and we’re confident that TrackMaven will be the platform of choice for leading brands and marketers. We are looking forward to partnering with Allen and his team as they take TrackMaven to the next level.”

More information:

New Enterprise Associates, Inc. (NEA) is a leading venture capital firm focused on helping entrepreneurs build transformational businesses across multiple stages, sectors and geographies. With approximately $11 billion in committed cap... read more »